Can an Amazon seller sell dog chews under their own brand? Yes. With a private label program, a supplier stocks and packs natural chews and you sell them on Amazon under your brand. Our private label program offers custom printed labels or bags, palletized shipments and FBA direct shipping, with exclusive pricing for high-volume buyers.
Many online sellers start by reselling other brands, then run into the same problem: every listing for the same product competes on price. Your own brand gives you your own listing. This guide covers how private label works for Amazon and other online sellers, what to decide first, and how to run the numbers before you print a single bag.
Why do Amazon sellers move to private label chews?
- Your own listing. A branded product gets its own listing, so you aren't fighting other sellers on the same page for the same item.
- You set the price. There's no identical product for shoppers to compare against line by line.
- Reviews build your brand. Repeat buyers and reviews stay with your product, not with someone else's.
- Natural chews are simple to describe. A single-ingredient bully stick or beef collagen chew is easy to explain honestly in a title and bullets.
How does FBA direct shipping work with private label?
Instead of shipping branded chews to your garage, re-boxing them and sending them on to Amazon, we can ship your private label order straight to Amazon FBA from our warehouse in Livingston, Tennessee. Larger orders can also ship palletized to your own warehouse.
- You create the listing and the shipment plan in Seller Central.
- We pack your chews in your custom labeled or printed bags.
- We ship to the fulfillment center your shipment plan names, or palletized to you.
Amazon has its own packaging, labeling and category rules for pet treats, and they change from time to time. Check the current requirements in Seller Central before your first shipment, and share them with our team when you place your order.
Which bag count should you list?
Bag count decides your price point. Our 400-count resale packs show how the cost per bag changes with count. These are today's prices on ValuePetSupplies.com for ready-to-sell clear bags, not private label pricing, but they are a useful starting point for planning.
| Resale pack (400 sticks total) | Pack price | Bags | Cost per bag |
|---|---|---|---|
| Medium 6" bully sticks, bags of 5 | $518.98 | 80 | $6.49 |
| Medium 6" bully sticks, bags of 10 | $518.98 | 40 | $12.97 |
| Medium 6" bully sticks, bags of 20 | $528.98 | 20 | $26.45 |
| Thick 6" bully sticks, bags of 5 | $839.99 | 80 | $10.50 |
| Thick 6" bully sticks, bags of 10 | $815.99 | 40 | $20.40 |
| Thick 6" bully sticks, bags of 20 | $811.99 | 20 | $40.60 |
Cost per bag is the pack price divided by the number of bags, rounded to the cent. Larger bags usually mean fewer units to label and ship for the same number of sticks.
How do you check the margin before you commit?
On Amazon, your selling price has to cover the product, Amazon's fees, shipping into the fulfillment center, your label or bag cost, and your profit. Fees vary by size, weight and category, so use Amazon's own fee calculator for your real numbers. The selling prices below are example numbers to show the math, not suggested prices.
| Bag | Cost per bag | Example selling price | Left for fees, inbound shipping, labels and profit |
|---|---|---|---|
| Medium 6", 5 count | $6.49 | $15.99 | $9.50 |
| Medium 6", 10 count | $12.97 | $29.99 | $17.02 |
| Medium 6", 20 count | $26.45 | $49.99 | $23.54 |
Subtract your fee estimate from the last column. If what's left isn't worth it at a price shoppers will pay, try a different count or chew before you print. High-volume private label buyers get exclusive pricing, so ask us for a quote once you know your volume.
How can you test demand before you brand?
Before you print bags, learn which chew, size and count sells. Many sellers test with ready-to-sell resale packs through their own website, social shop or local sales. There are bully stick, collagen and yak cheese resale options. When one product sells steadily, that's the one to put your brand on.
Frequently asked questions
Can you ship private label dog chews directly to Amazon FBA?
Yes. Our private label program includes FBA direct shipping from our Livingston, Tennessee warehouse, as well as palletized shipments to your own warehouse.
What do I need to start a private label dog chew brand on Amazon?
A brand name, the chew and bag count you want to sell, your label or bag artwork, and an Amazon seller account with a shipment plan. Tell us about your plans on our private label page and our team will talk through products, packaging, timing and pricing.
How do I estimate my margin on a private label chew?
Start with your cost per bag, subtract Amazon's fees from Amazon's fee calculator, inbound shipping and your label cost, and compare what's left to a selling price shoppers will pay.
Ready to stock up?
- Want your own brand on the bag? We offer custom printed labels or bags, palletized shipments and FBA direct shipping. Tell us about your private label plans.
- Testing demand first? Shop ready-to-sell resale packs, or apply for a wholesale account for wholesale pricing and 400-count wholesale packs ($500 minimum order).
- Buy bulk direct, no account needed. Shop odor-free medium bully sticks in a 200 count pack with free shipping to US48 street addresses. Use code VPS15 for 15% off sitewide, excludes wholesale.
Our take
The online brands that last usually start narrow: one chew, one or two bag counts, an honest listing, and numbers that work after fees. Do the math first, test with resale packs, then let us handle the packing and the trip to the fulfillment center. We've been packing natural chews for businesses since 2004, and we'd be glad to help you build yours.
ā The ValuePetSupplies family, Livingston, TN
Questions?
Call our Tennessee team at 800-825-8373 or email support@valuepetsupplies.com. We've been helping pet businesses stock natural chews since 2004.